Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of cosmetic surgery is a sensitive topic with concerns being raised about the trivialisation of a serious medical procedure and undue pressure on potentially vulnerable consumers. But the rules do not prohibit providers of these services from advertising as long as they stick to strict rules designed to protect consumers and to ensure all ads for cosmetic surgery and procedures are socially responsible.

Cosmetic surgery is not a decision that should be taken lightly and we take a firm line on ads that trivialise a cosmetic procedure or put pressure on individuals to make quick-buying decisions. Ads should not imply procedures are quick and easy with minimal invasiveness and recovery time if they aren’t, and we advise advertisers to always highlight the need for a consultation before booking a procedure and any risks associated with cosmetic surgery.

The advertising rules also state that ads for cosmetic surgery and procedures need to be scheduled and targeted appropriately in order to minimise the risk of children seeing an ad which has the potential to have a negative impact on their body image.

As well as making cosmetic surgery ads responsible, advertisers providing these procedures should also not mislead the public. Surgeons should only describe themselves as ‘qualified’ in their ads if they are on the Specialist Register of the General Medical Council and have the relevant certifications or qualifications. Furthermore, surgeons should only describe themselves as ‘experienced’ if they are able to prove they have practiced their surgical specialty for at least 6 years.

+ Read more - Show less

Latest rulings

Aspro Atlantic Medikal Turizm Ticaret Limited Şirketi t/a AsproMED
- Upheld
- Social media (paid ad)
- 27 September 2023
A paid-for Facebook ad for cosmetic surgery abroad was irresponsible, trivialised the decision to undergo surgery, contained misleading claims about bariatic surgery and misleadingly omitted information regarding the need for pre-consultation.
Ersoy Health Services Tourism Ltd t/a Clinic Haus
- Upheld
- Social media (paid ad)
- 27 September 2023
A paid-for Facebook ad for cosmetic surgery abroad irresponsibly implied a time-limited promotion, trivialised the decision to undergo surgery and misleadingly omitted information regarding the need for pre-consultation.
WHM Hair Transplant and Aesthetics t/a WHM Clinic
- Upheld
- Social media (paid ad)
- 15 November 2023
A paid-for Facebook ad for cosmetic surgery abroad was irresponsible for exploiting insecurities around body image, trivialised the decision to undergo cosmetic surgery and omitted information about the need for a pre consultation.
TJC & BLC Aesthetics Clinic & Training Academy
- Upheld
- Social media (own site)
- 08 November 2023
A Facebook post misleadingly did not make clear the nature, requirements, qualifications and possible registration details of a course, and contained the claims that the course was “Fully Accredited”, which could not be substantiated.

View all rulings

Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

Latest news

Fake Endorsements In Ads Makes Everyone Sad: A Look At Influencer Reviews

A picture says a thousand words. Avoiding misleading imagery in ads

Sun, Sea and…Surgery? – Advice for cosmetic surgery tourism ads

Stay on Target with CAP’s new Guidance on Age-Restricted Ads

International Men’s Day 2022

Body image in advertising - an interim statement

Latest rulings

Aspro Atlantic Medikal Turizm Ticaret Limited Şirketi t/a AsproMED

Ersoy Health Services Tourism Ltd t/a Clinic Haus

WHM Hair Transplant and Aesthetics t/a WHM Clinic

TJC & BLC Aesthetics Clinic & Training Academy

Help getting it right

Popular advice

Beauty and Cosmetics: General

Cosmetic Interventions: Social Responsibility

Cosmetic surgery

Relevant codes